How I got My Career in Fashion – Missguided Buyer Lorna Redfern
03-04-2014
Did you always want to be a fashion buyer?
Lorna: As soon as I learned of the job ‘Fashion Buyer’ I set my sights on getting the role. I worked in retail stores such as Topshop whilst I was studying, and I always remember thinking ‘If I was the buyer I would have done this differently, added cute buttons, changed the colour etc’ and I just thought I need to be that person behind the scenes making the call.
(Lorna pictured right.)
Tell us about your career journey so far…
Lorna: I have worked in retail since I was 16 for several high street retailers, and at 19 I secured my place at the Fashion Retail Academy in London studying Buying & Merchandising. From my first day at the college I knew I was in the right place and the more I learned about fashion buying the more determined I grew to secure a role when I graduated. As part of my course I did placements with Tesco F&F, and Marks & Spencer working alongside the buyers, the experience and contacts I gained from this was invaluable and I still refer to things I learned on these placements even now. After graduating from my course I was lucky enough to snag a role as Assistant Buyer at Missguided.co.uk and have been part of an amazing journey with the company. In May 2013 I was promoted to Buyer and I now buy the Tops, as well as a couple of smaller sub categories. Buying is the kind of job that never stops. There is always something more you can do and another trend emerging so I continue to work hard to grow and develop my categories and get the best range on the site.
What key attributes make for a good buyer?
Lorna: I think there are many attributes that make a good buyer. It may sound crazy but common sense is a huge factor involved in making the right decisions. You need to be able to balance sales figures with trend analysis and make a call so being able to use your own instinct in a commercial way is important. You need to manage your time well in fast fashion to be able to keep up and get everything done. You have to prioritise your time along with a serious amount of self-motivation and resilience. Awareness of the market and competitors plays a part as well and keeping on top of the new trends which just keep on coming!
How does online buying differ from buying for a store situated in a certain location?
Lorna: Buying online gives an opportunity to experiment and test the waters with certain types of product. This can be extremely beneficial for trying new trends or something out of the norm. It can be a challenge trying to convey how beautiful a piece is without the customer being able to touch and feel the product, but that is an element all online stores face.
Who is the typical Missguided customer?
Lorna: We have a relatively broad appeal in the young fashion market so the Missguided girl can be many things, casual cool, a risk taker, a classic beauty but she is always on trend. Our product means the customer can experiment with their style and get those ‘it’ pieces without breaking the bank.
Experienced buyers are often well paid – there must be constant pressures that come with this?
Lorna: Being a buyer is definitely challenging. It can often mean working through your lunch breaks and some early starts but it is a rewarding job if you put the work in. In the fast fashion environment things come and go quickly so you need to be reactive and keep your game face on. It can be difficult if something you buy doesn’t sell as well as you had expected, or you can find yourself with tough decisions to make but you are constantly learning and each time you are challenged you learn from it and it will change your approach should a similar situation arise again.
Do you get to travel a lot?
Lorna: Some travel is necessary for the role as some of our suppliers are based in the Far East. We also work with a lot of UK based factories meaning that we do not need to travel abroad to meet with them. As we continue to grow and expand our supply base I feel travel will become more essential to my role.
University V’s experience – which route would you advise?
Lorna: I gained my retail experience working in stores at grass roots level. Although I studied Buying and Merchandising this was at the Fashion Retail Academy which is a college and not a university. My course was for one year and although there was coursework and project based work involved the learning curve comes from the placements I did. There are ways into buying from both routes, however having come this far myself without a university degree I would have to say that I wouldn’t change a thing. I recommend getting as much experience as possible both in stores and at head office level. If you work hard and show potential they are likely to keep you on file if a position does arise!
Tell us about a typical day at work…
Lorna: Number 1 thing is check the sales – we have new stock going live daily and I am always looking for the next opportunity. Most days I will be attending supplier meetings, fitting meetings with the garment technologist and many other product based meetings. I meet with my designer as often as possible to discuss new designs and any missed ops. I am always reviewing our critical path and checking up on the deliveries, my assistant helps to chase in any late stock. Throughout the day I receive a considerable amount of emails from suppliers so I’m chipping away at these.
We receive new samples into the business daily which can be exciting if you think you’ve got the next winner!
How important is it for you to look the part?
Lorna: I think looking presentable in any business environment is important, when you are meeting with suppliers and presenting in meetings dressing well is a must. I do think however if you are a good buyer you don’t need to be wearing the same trends as you are selling to do your job. Understanding the customer is most important.
Any favourite items coming in for spring/summer that you would like to tell us about…
Lorna: I can’t wait for the bohemian floaty sheer fabrics to come through from the free spirit trend, I think must haves for this trend are white broderie anglaise pieces and a maxi kimono.
Thank-you Lorna.
